Schedule, Marketing Analytics, Spring 2017, Bari, Italy

 

Class Session Date & Times Topic and Agenda:
Please come to class prepared to discuss or be evaluated on the following material listed for each class session.
 All Sessions:
1030 –
1330		 PART I (30 Hours):
– Basic principles of marketing analytics
– Introduction to analysis techniques
 1  3/1

 
  • Course vision (what we want to accomplish ultimately)
  • Student introductions / Class poll – favorite topics, missing topics, external perspectives – take a moment now to jot these down so you are not overly influenced by the other students’ discussions
  • Course mission (the means by which the vision will be accomplished)
  • Syllabus and schedule review
  • Introduce Chapter 1 in the textbook
 2  3/2
  • Follow-up or completion of items from Session 1
  • Chapter 1 – The Marketing Engineering Approach
    • Technical Note 1 (TN01) – Excel Solver
    • Technical Note 2 (TN02) – Response Models
3
4		 3/8
3/9
  • Chapter 2 – Customer Value Assessment and Valuing Customers
    • Customer Lifetime Value Software Tutorial
5
6		 3/15
3/16
  • Chapter 3 – Segmentation and Targeting
    • Segmentation and Classification Software Tutorial
    • Technical Note 4 (TN04) – Segmentation
    • Technical Note 3 (TN03) – Choice Modeling (also supplements Chapters 1 and 7)
 7
8		 3/22
  • Customer Choice (Logit) Software Tutorial (supplements Chapter 2 as well)
  • Chapter 4 – Positioning
    • Technical Note 5 (TN05) – Positioning
    • Positioning / Perceptual Mapping Software Tutorial
8  3/23
7 3/22
8 3/23
9
10		 3/29
3/30
  • Chapter 5 – Forecasting
    • Technical Note 6 (TN06) – Time Series
    • Technical Note 7 (TN07) – Assessor
    • Technical Note 8 (TN08) – Bass Model
    • Bass Forecasting Software Tutorial
  • Vodafone Application
COURSE BREAK
 All Sessions:
9am –
12pm		 PART II (30 HOURS):
– Application of Marketing Analytics
– Synthesis and Analysis of Marketing Analytics Information
11
12
13		 5/3
5/4
5/5		  Chapter 6 – New Product and Service Design

  • Technical Note 8 (TN09) – Conjoint Analysis
  • Conjoint Software Tutorial
14 5/10 Chapter 7 – The Marketing Mix

  • Technical Note 10 (TN10) – Resource Allocation
  • Pricing Software Tutorial
  • Resource Allocation Software Tutorial
15 5/11
16 5/17 Chapter 8 – Harvesting Value from Marketing Engineering

  • GE Portfolio Matrix Software Tutorial
17 5/18
  • Customer Satisfaction and New Product / Service Presentations
18 5/19
  • Summary of Presentation Findings and Take-Aways
  • Final Review
  • Your Test Questions Discussed
  • Course Wrap-Up
18 5/25
  • Presentations on Comprehensive Company Data Analysis Project
19 5/31
  • Presentations on Comprehensive Company Data Analysis Project
20
  • Examination Period – Details – TBC

Update Log:

  • 5/4/2017: Revised version
  • 11/21/2016: Initial version
  • 1/11/2017: Revised version with Lilien, et al text

Schedule Notes:

Textbook readings:
You should read the material from each chapter. Spend less time on topics that are familiar and comfortable for you; spend a little more time on topics that you are seeing for the first time. Most importantly, concentrate on those areas that you feel will be most relevant to your present and future career positions. Be prepared to share what you feel is the most relevant elements in each week’s assigned reading, as opposed to try to memorize all of the information. Certainly, a comprehensive knowledge of strategic data analysis tools has value at all levels of all type of organizations as well as our personal lives, but you can always reference a topic in greater detail provided you know that it exists in the first place. Your final exam will contain the key concepts from this material, and most of which will be associated with class discussions.